Amazon and Flipkart have emerged as the joint leaders in the e-tailing leadership index in Q2 2017

Amazon has outperformed Flipkart on the web and app experience for the first time

Flipkart has been leading in the non-metros

Amazon and Flipkart have emerged as the joint leaders in the e-tailing leadership index (ELI) in the Q2 2017. This is the second consecutive quarter when they have tied on the top spot, said a RedSeer Consulting report.

In last 2 quarters there has been a slow but consistent shift in the customer base. The share of transactions coming from non-metros has been consistently increasing. As per RedSeer now the non-metros have considerably higher transactions compared to the metros.

Source: RedSeer Consulting

Amazon through its prime offering has been able to capture the leadership in the metros, while Flipkart has been leading in the non-metros. Reliance Jio seems to have played a considerable role in the increase in number of transactions from the smaller cities.

On the trusted brand metrics Flipkart still has a one-point lead over Amazon, this lead is much higher is smaller cities when compared to metros. However, in terms of great experience Amazon has a one-point lead over Flipkart.

Amazon has outperformed Flipkart on the web and app experience for the first time. It’s a measure of how customers rate their experience of using the app or web for shopping. This in conjunction with the impact of “Prime” has led to Amazon’s better score, said the report.

Source: RedSeer Consulting

Amazon’s rise from the last few quarters is attributed to a better top of the mind recall. Which it said is a direct outcome of the heavy marketing effort put by Amazon, an area where Flipkart has been significantly conservative.

However, in terms of a crucial area of post delivery experience, Flipkart still maintains its lead. This is one of the most important points for the first time buyers.

Another key parameter has been the, Best Value, an indicator of value for money and meaningful assortment. On overall basis this parameter also ties for both the players, but Flipkart has a slight lead on the price competitiveness.

Amazon and Flipkart was followed e-commerce company Snapdeal, which had recently rejected the acquisition deal by Flipkart. Snapdeal had seen a decline in ELI from the last quarter from 80 in Q1 2017 to 78 in Q2 2017.

Source: RedSeer Consulting

The trust in the Snapdeal brand was the lowest at 11, followed by best value and the highest being a great experience.

It was closely followed by Paytm which has seen a growth in its ELI during this quarter to 79 from 77 in Q1 2017.